P.M. BRIEFING : Reebok Pulls TV Commercial Featuring Jump From Bridge
- Share via
BOSTON — Officials of Reebok International Ltd., responding to parents’ complaints nationwide, have pulled a television commercial which some said could give youngsters a dangerous taste for adventure.
The TV spots of 30 and 60 seconds, which made their debut Saturday, featured two men leaping in slow motion from a bridge with an elastic cord tied to their sneakers. The jumper wearing Reeboks bounces back while the other man--clad in a pair of Nikes--continues the free fall.
“The Pump from Reebok--it fits a little better than your ordinary athletic shoe,” concludes the commercial that has appeared on the CBS, TBS, and Fox networks.
Bernadette Mansur, vice president of marketing for the Stoughton-based athletic company, said calls had come in from around the country from parents concerned that their children might try emulating the jump.
The company also heard from network officials, some of whom were troubled by the disclaimer: “Extremely dangerous. Don’t try this.” The message appears briefly at the bottom of the television screen.
Inside the business of entertainment
The Wide Shot brings you news, analysis and insights on everything from streaming wars to production — and what it all means for the future.
You may occasionally receive promotional content from the Los Angeles Times.
